Hero Honda 1

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INTRODUCTION

Since 80 yrs of Parle's inception, ithas been Indias manufacturer ofbiscuits & confectionary best known for

its quality, nutrition & itstaste


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HISTORY

In 1929,Parle had set up a smallfactory in the suburbs of Mumbai tomanufacture confectionary & lather

upgraded to Biscuits as wellApart from Mumbai & Bangalore, Parle

also has its industry in

Bahadurgarh in Haryana

Neemrana in Rajasthan


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BACKGROUND

HEAD OFFICES OF PARLE COMPANY


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It has a reach spanning even the remotestvillages in India.

40%Share of the total biscuit market & a

15%Share of the total confectionarymarket in India.

Advance in technology, have boosted the

promotional ability to put a companys logoon everything.


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PRODUCTS & SERVICES

PRODUCTS 1.PARLE G Filled with the goodness of milk & wheat,

Parle G is a source of strength for both body& mind.

2.HIDE & SEEK MILANO

A cookie with a reputation of romance whichmakes you to indulge in the sinful taste ofMilano & everything that follows it.


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3.DIGESTIVE MARIE

YAHI MARIE SAHI MARIE Digestive Marie will change your daily

dipping &sipping routine; making it more

enjoyable & much healthier


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SERVICES

As apart of corporate social

responsibility policy Parle is keenlyinvolved in overall development of younger

generation through conduction various

programs across the regionSaraswati Vandana in the state of west

Bengal

Golu galata in Tamilnadu


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KEYS TO BUSINESSSTRATEGIES

SWOT analyses is keys to businessstrategies used to evaluate theSTRENGTH. WEAKNESS,OPPURTUNITIES, & THREATS whichhelps to identify the internal & externalenvironment.


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1.STRENGTH:

1.Parle Brand2.Diversified Product Range

3.Extensive distribution network

(Available in most remotest village)

4.Low & mild range price segment

catering to mass.5.Better understanding of customerpsyche


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2.WEAKNESS:Dependence on retailers & store for

displaying diversified Parle product onshelf to induce impulsive buyingDependence on Parle G under Parleumbrella

3.OPPURTUNITIES:Rural markets

(Distribution urban market:75% to 85%Rural market:50% to 65%)Cost saving from lowering of excise dutyin bakery products


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4.THREATS:

Entry of ITC (having very good

distribution channels) into biscuitsindustry.

Fluctuation in the prices of

transportation cost & distribution costdue to high wedges & oil prices.


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LEVELS OF STRATEGY

There are three levels ofstrategy management


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1.CORPORATE LEVEL;

It describes the companies overalldirection interms if its general attitudetowards growth & management ofvarious business & product line.

Eg: Parle has an optimistic attitudetowards enhancing growth. As they haveplanned to bring up new cosmetics

product in market as presently theyhave launched Parles outfit.


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2.BUSINESS LEVEL

At this level the aggregated business

strategies comes into picture. Eg. Here Parle has adopted better

advertisement facilities.


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3.FUNCTIONAL LEVEL:

This level of strategy includes all the 4

functional areas i.e MARKETING,FINANCE,HUMAN RESOURCES &OPERATIONS.

EG: In Marketing parle need to makeattempts in PROMOTIONALTECNIQUES in order to grab attention

of the customers.


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BCG MATRIX

The BCG matrix method is based onproduct life cycle theory that

determine the product portfolio of a

unit which contains both high growthproduct & low growth product having

2 Dimensions: Market share &

Market growth.


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BCG MATRIX CONSISTS OF 4CATEGORIES:

1.STARS: (High growth & High market share)

As per the companys survey, Parle G is

touching the peek of success &therefore comes under the STARcategory thereby the Co. can invest a

large sum for its upliftment


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2.CASH COWS

(Low growth, High market share)

Profits & cash generation should be highdue to its Low growth, the investmentneeded to be Low to keep Profits High

The products like krackjack, parle Marie,hide & seek comes under this category


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3.QUESTION MARK:

(High growth, Low Market share)

It has worst cash characteristicsbecause of High demands & Low returnsdue to Low market share makes the Co.

to sell off & deliver cash. Products like CHOX, NIMKIN KREAMS

GOLD, PARLE 20-20,MONACO JEERA

comes under this.


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4.DOGS:

(Low growth, Low market share)

The products like SIXER,JEFFS, MUSTBITES,MUST STIX &MUST CHIPSConclude with DOGS as they need to be

Divested because they are doing no goodfor the Co. & have remained as anliability.


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EG: In finance, Parle need to invest asum of Rs. 1 Crore for purchasing highly

automated machines to get qualityproducts.

EG: In HR, parle need to appoint skilled

personnel that would bring smoothness . EG: In operations: parle need toundertake DIFFERENTIAL PAYMENT

technique where employees are paidaccording to the units produced.(Incentives)


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GE MATRIX

The GE Matrix is also known as GEbusiness screen which includes 9 cellsbased on 2 parameter i.e Long term

industry attractiveness & businessstrength & competitive position. TheGE business screen is an extension to

the BCG Matrix.


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1.1.GO AHEAD

Under this phase the signal is to

proceed &take decision. As Parle isuniversally accepted & therefore itshould now GO AHEAD & enhance its

marketing development in respect ofParle G.


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WAIT & WATCH

The phase indicates Hold & maintain

current strategy. The products likemonako, marigold namkeen comes in thiszone as they need good promotional

techniques. 3.STOP

Coming to 3rd zone it gives signal to stop

producing the product like Chox, Sixer,Golgappa which comes under thescenario of DISINVESTMENT.


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TYPES OF STRATEGIES


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INTEGRATION STRATEGY:

BACKWARD INTEGRATION

In order to enhance its operations,Parle adopts BACKWARD integrationwhere it seeks to increase control on

companys suppliers. Parle have owned a plant that gives

RAW MATERIALS directly & reduces

expenses incurred


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DIVERSIFICATION STRATEGH:

HORIZONTAL DIVERSIFICATION:

Here Parle being a fast moving consumerdurables & in order to diversify it has tointroduce unrelated products like

clothes to the present customer & withit provide services to gain goodwill.


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PORTER:

In order to maintain balanced

organization the Co. Need to adopt thestrategies as:

COST LEADERSHIP, FOCUS &

DIFFERENTIATION. EG: Parle adopts FOCUS strategy in

terms of cosmetic applicable cream

which could sort out nearly all the ageingproblems of womens while focusing onthat section group.


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CONCLUSION

Parle is an AWARD WINNINGCERTIFIED MINORITY & WOMANOWNED BUSINESS.

It specializes in providing unique,creative &useful products &programsfor marketing ,branding development,advertisement, promotions, online Co.stores & incentive & recognitionprograms.


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RECOMMENDATIONS

To promote Parle brand through schemes suchas PARLE GRAMIN SWASTHA YOJANA(a ambulance van visiting rural areas for givingbasic medical treatment, educating people onnutrition deficiency problem & promotingParle nutrition products.)

Promotion through TV showsPARLE SAKHI

regarding health issues of women & childrenin terms of healthy diet.


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FOR ADVERTISEMENT SEGMENT

Nutritious/ glucose biscuits

1.Advertisement by DIETICIANS, forthe health conscious consumer.

2.Advertisement by the CRICKETERS

to attract the youth.


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